Curio Collection by Hilton and the Market for Curious Travel
By Mark Nogal Global Head, Curio Collection by Hilton, Hilton | May 26, 2019
Curiosity drives us. It's how humans have always navigated the world and is a primary reason for why we travel. Curiosity encourages a sense of bravery and wanderlust that leads people to stray from the binary and truly immerse themselves in locations and experiences that intrigue them. Satisfying that curiosity through travel fulfills us and, quite simply, makes us happy. American author Gabrielle Zevin captured it brilliantly; she put it this way, "They should tell you when you are born: have a suitcase heart, be ready to travel."
While there is a science behind curiosity, for most it's a way of life. In fact, while only 20 percent of the human population is said to have the "curious gene" (DRD4-7R), Curio Collection by Hilton conducted a survey that found that nearly five times that many-91 percent-consider themselves to be curious.
Discovering the Connection Between Curiosity and Travel
Curiosity has been at the heart of Curio Collection by Hilton since our conception. At Hilton, we recognize that many travelers are seeking authentic, one-of-a-kind experiences and are looking to brands to provide accommodations that enhance their overall stay. Combined with this insight, the existence of a white space in the upper upscale segment, and feedback from developers and hotel owners looking to tap into the power of a global hospitality company, we introduced Curio Collection by Hilton in 2014 with five signed domestic deals.
Since then, we have celebrated many important milestones, including our European debut in 2015 with Reichshof Hamburg, our first Latin American hotel in 2015 with Anselmo Buenos Aires and our debut property in Africa in 2018 with Legend Hotel Lagos Airport. In addition, as Hilton celebrates its 100th year in 2019, Curio Collection has welcomed back several iconic properties over the years with historic ties to the company, such as The Statler Dallas, which was one of Conrad Hilton's first convention center properties.
Hotel del Coronado, Curio Collection by Hilton